VORA AND COMPANY

Group 6
Akansha Sinha
Aman Bharadwaj
Ashutosh Pandey
Riya Gupta
Siddhant Garg
 Case Summary

Mr. Vora’s family had been in the grain business for several generation.1959 Government of India
stopped the importation of packaged cereals, Mr. Vora and his family decided to enter the business
of processing and selling a product similar to Quaker brand of quick cooking rolled oats a product of
of the Quaker oats company of the united states.
In 1961 was the company satisfied with the product’s quality and with its processing equipment.
when entering the business Mr. Vora had no definite data regarding the volume of sales. He did
know the oatmeal porridge was the leading hot breakfast cereal in the united states and some
other countries.
 Marketing Mix – Product, Place, Promotion &
Price
Product – variety, quality, Design, Features, Brand name, Packaging, Sizes, Services,
Warranties, Returns these are various factors which must for making any product
valuable and prestigious. every manufacturer should think about these key factors.
The perfect Product was submitted to test among consumers and was rated by
them as equal to or better than the competing product.
Place - company located in Lucknow but regional targets kerala, Mysore, Madras,
Bombay, Calcutta and the region comprised of Delhi, U.P and Rajasthan. To secure
distribution of its products Vora and company appointed agents, who generally
were selling non competing food products, with exclusive regional rights.
 Promotion and Price
Promotion – From the starts of the national distribution the selling agents had
urged Mr. Vora to advertise Blossom oats. For some months he undertook such
advertising in the major cities in which he had sales representation. After spending
some Rs.4000 without any apparent sales response to justify such expenditure, he
ceased his advertising.
Pricing – The list prices for blossom oats as of December 1963, varied by section of
the country. In north India, the list price was Rs 81 per case of 36 tins. In Bombay
and south India the price was Rs 81. as stated previously, the product was sold FOR
destinations the commission to agents was 10 per cent off list sub agents were
granted 2.5 per cent off list our of the agent’s 10 percent the retailers were granted
a trade discount of 10 percent off list.